Correct Toes
Correct Toes designs and sells anatomical silicone toe spacers ($25-$65) through a Shopify DTC store, serving individuals with bunions, plantar fasciosis, neuroma, and hammertoe. Founded around 2000 by sports podiatrist Dr. Ray McClanahan, the company also operates an affiliate-driven Barefoot Shoe Library of 1,718 SKUs from 31+ partner brands.
- Company typePrivate
- Founded2000
- HeadquartersBeaverton, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Correct Toes does
Correct Toes is a Beaverton, Oregon-based direct-to-consumer company that designs and sells anatomical silicone toe spacers intended to relieve foot pain and restore natural toe alignment. Founded by sports podiatrist Dr. Ray McClanahan around 2000, the company sells a four-SKU product line — the Original ($65), SPORT ($35, athletic), StableToe ($25, budget), and a single replacement ($32.50) — primarily through a Shopify-powered e-commerce store. Its primary customers are individuals seeking non-invasive treatment for bunions, plantar fasciosis, neuroma, and hammertoe, with a secondary persona of barefoot footwear enthusiasts.
The business combines two revenue streams: direct product sales of its proprietary toe spacers (and complementary Injinji toe socks) and affiliate commissions from a curated "Barefoot Shoe Library" that catalogs 1,718 SKUs from 31+ partner footwear brands (Lems, Vivobarefoot, LUNA, Bedrock, Altra, Wildling, GROUNDIES, Flux, Ahinsa, and others). Partner products are purchased off-site via embedded affiliate links, generating referral revenue while positioning Correct Toes as a one-stop foot-health ecosystem. The company supports this with content marketing (a foot health blog and Dr. McClanahan's "Spread Your Toes" video series), an email newsletter, an Impact.com-powered affiliate program, and a GovX military/government discount channel.
Correct Toes operates as a small private company (11-50 employees) with no disclosed institutional funding, no parent company, and founder-led ownership. Its strategy emphasizes brand longevity (25 years), podiatric credibility from the founder, and ecosystem integration of spacer product with vetted footwear. Geographic focus is the United States, though the Shopify storefront accepts orders globally. There are no published financials, no known M&A activity, and no recent leadership changes on record.
Correct Toes firmographics
Firmographics- Name
- Correct Toes
- Legal name
- Correct Toes
- Website
- https://correcttoes.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Correct Toes designs and sells anatomical silicone toe spacers ($25-$65) through a Shopify DTC store, serving individuals with bunions, plantar fasciosis, neuroma, and hammertoe. Founded around 2000 by sports podiatrist Dr. Ray McClanahan, the company also operates an affiliate-driven Barefoot Shoe Library of 1,718 SKUs from 31+ partner brands.
- Ownership category
- akta.pro rank
Correct Toes industry classification
Industry- Product category
- Foot Care Products
- NAICS
- Shoe Retailers (4582)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Comfort, Orthopedic & Medical Footwear (CRAAACAG)
- akta.pro secondary industries
- Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG), Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)
Keywords
Where Correct Toes is headquartered
LocationHeadquarters
- HQ city
- Beaverton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Correct Toes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Toe Spacer Product Sales: One-time purchase of anatomical toe spacers sold directly to consumers through the e-commerce platform. Products include Original ($65), SPORT ($35), StableToe ($25), and single replacements ($32.50).
- Barefoot Shoe Affiliate/Marketplace: Curated marketplace of barefoot and natural-shaped footwear from partner brands. Customers purchase directly from partner websites via embedded links. Correct Toes earns affiliate commissions on referred sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Correct Toes Original Toe Spacer - $65.00 per pair |
| One time/ perpetual license | Pay-as-you-go | Correct Toes SPORT Toe Spacers - $35.00 per pair |
| One time/ perpetual license | Pay-as-you-go | Correct Toes StableToe - $25.00 per pair |
| One time/ perpetual license | Pay-as-you-go | Single Replacement - Correct Toes Original - $32.50 each |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Correct Toes product offering
Product offeringCore offering
Correct Toes designs and sells anatomical silicone toe spacers intended to relieve foot pain and restore natural toe alignment for conditions such as bunions, plantar fasciosis, neuroma, and hammertoe. The company operates a direct-to-consumer Shopify storefront for its own toe spacer line and curates a Barefoot Shoe Library of compatible natural-shaped footwear from 31+ partner brands, earning affiliate commissions on referred sales.
Product overview
Correct Toes is a health-focused company offering anatomical toe spacers designed by sports podiatrist Dr. Ray McClanahan. The core product line consists of four toe spacer products: Correct Toes® The Original Toe Spacer ($65), Correct Toes SPORT® ($35), Correct Toes StableToe® ($25), and Single Replacement units ($32.50). The company has been relieving foot pain and restoring alignment for 25 years. Additionally, Correct Toes operates a Barefoot Shoe Library—an e-commerce platform featuring 1718 natural-shaped footwear products from 31 partner brands (including Lems, Vivobarefoot, Wildling Shoes, Bedrock Sandals, and others)—and sells complementary toe socks from Injinji. The product portfolio addresses foot conditions including bunions, plantar fasciosis, neuroma, and hammertoe.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 25 years of operation providing foot pain relief
Companies that use Correct Toes
Customer profileSegments5 records
Ideal customer profiles2 records
Correct Toes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Correct Toes partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- Lems ShoescoreFootwear partner featured in Correct Toes' Barefoot Shoe Library. Lems specializes in minimalist shoes with wide toe boxes that complement Correct Toes toe spacers. Products include Primal 3 (athletic) and Trail Blazer (casual) lines sold through the Correct Toes marketplace.
- LUNA SandalscoreMinimalist sandal brand featured in the Barefoot Shoe Library. Luna Mono Winged Edition sandals are curated as compatible with Correct Toes for natural foot movement. Available through Correct Toes marketplace with affiliate links.
- VivobarefootcorePremium barefoot footwear brand featured in the shoe library. Products like the Tracker Sandal are curated as toe-spacer compatible. Affiliate relationship through the barefoot shoe marketplace.
- InjinjicoreToe sock specialist whose products are sold directly through Correct Toes' Shopify store as complementary accessories. Products include Run Original Weight (no show, mini crew, crew) and Lightweight Wool varieties in various colors.
- SaguarominorBarefoot shoe brand featured in the shoe library with products like Abyss I (water shoes), Active II, and Active II Pro. Correct Toes provides marketplace exposure for Saguaro products.
- Wildling ShoesminorSustainable barefoot footwear brand from Germany featured in the shoe library. Products like the Acti model are curated for customers seeking eco-friendly barefoot options.
- GROUNDIESminorGerman barefoot shoe brand featured in the library. Products like the Active Knit are curated for the barefoot shoe marketplace.
- Bedrock SandalsminorAdventure sandal brand featured in the Sandals category of the Barefoot Shoe Library. Products like Cairn Evo 3D PRO are curated for outdoor enthusiasts.
- HOBIBEARminorBarefoot loafer brand featured in the shoe library. Products like Acorn Barefoot Loafers are curated as casual barefoot options.
- BirchburyminorDress shoe brand featured in the Dress category of the Barefoot Shoe Library, targeting customers seeking formal barefoot footwear options.
- GlerupsminorDanish wool felt footwear brand featured in the Boots category, offering natural materials for the barefoot shoe market.
- NaturcontactminorEuropean barefoot footwear brand featured in multiple categories including boots and casual shoes. Products like Alaskan 2.0 Chelsea Boots are curated.
- Flux FootwearminorUK-based barefoot running shoe brand featured in the Athletic category. Products like Adapt Graphene RR are curated for performance-focused customers.
- Ahinsa ShoesminorCzech barefoot footwear brand featured in the shoe library, offering adventure trekking sandals.
- Altra RunningminorRunning shoe brand with zero-drop and wide toe box designs featured in the Athletic category of the Barefoot Shoe Library.
- ReEarthRunnersminorSandals brand featured in the Sandals category. Alpha Sandals are curated as compatible with Correct Toes.
- KyrgiesminorWool slipper brand featured in the Sandals category. Products like Barefoot Slides are curated for indoor/outdoor barefoot options.
- GumbiesminorSustainable flip-flop and casual sandal brand featured in the Sandals category. Brumby models are curated.
- ShopifycoreE-commerce platform powering the Correct Toes online store. Provides storefront infrastructure, secure payment processing, and checkout functionality.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Correct Toes competitors and assessment
Company assessmentRegional players
- Wildling Shoes: Wildling is a German sustainable barefoot shoe brand and a Correct Toes marketplace partner. It is a regional peer that competes for the same European barefoot consumer with thin, flexible, wide-toe-box footwear.
Direct peers
- Vivobarefoot: Vivobarefoot is both an affiliate partner in the Barefoot Shoe Library and a leading premium barefoot footwear brand. It is a direct peer because it targets the same natural-foot-shape consumer with wide toe-box shoes that pair with toe spacers.
- Powerstep: Powerstep makes orthotic insoles and supportive foot care products sold through DTC and retail. Both companies target foot-pain sufferers seeking non-invasive alignment solutions, though Powerstep focuses on insoles versus toe spacers.
- Lems Shoes: Lems is a minimalist/barefoot shoe brand that is both a core marketplace partner and a direct peer. It sells wide toe-box casual and athletic shoes to the same barefoot-movement consumer that Correct Toes serves.
- Yoga Toes: Yoga Toes is the most direct competitor in silicone toe separators/spacers. Both brands compete for the same barefoot/foot-health consumer with similar gel-based toe-spacing products sold through DTC channels.
Broad incumbents
- Altra Running: Altra is a major zero-drop running shoe brand with FootShape toe boxes featured in Correct Toes' Barefoot Shoe Library. It overlaps with Correct Toes' athletic-toe-spacing positioning at significantly larger scale.
- Superfeet: Superfeet is an established premium insoles brand serving running, hiking and casual wear. Both Correct Toes and Superfeet address biomechanical foot alignment, though Correct Toes focuses on toe spacing and Superfeet on arch support.
- Dr. Scholl's: Dr. Scholl's is a mass-market incumbent in OTC foot care (orthotics, insoles, treatments) sold through major retailers. Correct Toes targets a narrower, more natural/medical segment of the same foot-care consumer.
- Birkenstock: Birkenstock is a global comfort/orthopedic footwear incumbent with footbed-driven foot health positioning. Both brands compete for the consumer seeking natural foot alignment, though Birkenstock is a broad multi-category brand.
Emerging players
- Foot Petals: Foot Petals sells foot-comfort accessories (cushions, insoles, liners) primarily to women. It is an adjacent peer in the foot-care accessories category that addresses footwear-induced pain, conceptually close to Correct Toes' value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Correct Toes social profiles
Digital presenceCorrect Toes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Correct Toes leadership team
Management profileNumber of profiles
Profiles1 record
Correct Toes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Correct Toes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Correct Toes
What does Correct Toes do?
Correct Toes designs and sells anatomical silicone toe spacers intended to relieve foot pain and restore natural toe alignment for conditions such as bunions, plantar fasciosis, neuroma, and hammertoe. The company operates a direct-to-consumer Shopify storefront for its own toe spacer line and curates a Barefoot Shoe Library of compatible natural-shaped footwear from 31+ partner brands, earning affiliate commissions on referred sales.
Is Correct Toes a public or private company?
Correct Toes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Correct Toes founded?
Correct Toes was founded in 2000. It employs 11 to 50 people.
Where is Correct Toes based?
Correct Toes is headquartered in Beaverton, United States, in the North America region.
How does Correct Toes make money?
Two revenue lines are on record. Toe Spacer Product Sales are the primary driver. The others are barefoot Shoe Affiliate/Marketplace.
Who are Correct Toes's main competitors?
Wildling Shoes is listed as a regional player. Direct peers are Vivobarefoot, Powerstep, Lems Shoes and Yoga Toes. Broad incumbents are Altra Running, Superfeet, Dr. Scholl's and Birkenstock. Foot Petals is listed as an emerging player.
Does Correct Toes have an API?
No public API is recorded for Correct Toes.
What industry is Correct Toes in?
Correct Toes's product category is Foot Care Products. Its primary akta.pro industry code is CRAAACAG, Comfort, Orthopedic & Medical Footwear, with a secondary code of CRAAADAG, Comfort, Orthopedic & Medical Footwear Retail. Its NAICS code is 4582 and its SIC code is 5661.